Yangshengtang company has enough capital to be proud of: it has always taken the road of multi-brand marketing, one product and one brand. In less than ten years, it has established at least five well-known brands-Yangshengtang Guibie Pill, Duoer Capsule, Nongfu Spring, Qingzui Buccal Tablets and Growth Happiness Multivitamin Tablets, which went on sale last year.
Almost all famous brands have household slogans. In addition to Nongfu Spring is a little sweet, there are Beauty from the Inside Out, Do you want to know the taste of clearing your mouth, and How turtle pill TV advertising series repay the kindness of parenting, all of which have certain influence. What is the magic of Yangshengtang? When a brand is launched, it will become red.
Sneak into the hearts of consumers
Yangshengtang's advertising strategy is positioned to enter the minds of potential consumers from the beginning.
/kloc-in the past 0/0 years, people in Yangshengtang have been creative by means of information intensive and serial, and there are nearly 100 kinds of printed advertisements for turtle and turtle pills. At first, some people didn't understand this, thinking that their copy was too long and changed too much. Practice has proved that the advertising strategies of Yangshengtang are effective, because they meet the needs of consumers who are eager to know as much and detailed health information as possible.
Yangshengtang's unique advertisements and advertising activities bring people a sense of freshness from time to time. Among them, the most original and influential advertising marketing activity is the "find patients" activity.
Yangshengtang "looks for patients" in Zhejiang, Jiangsu, Shanghai, Guangdong, Fujian, Hubei and other provinces and cities on a large scale, that is, selecting thousands of patients who need the most funding, establishing patient case files, providing discount cards for Guiling Pills, paying after taking them, and tracking services. Then combine well-known experts from major hospitals, organize roving medical teams, go deep into the grassroots, conduct free clinics, send doctors and medicines to the door, and serve patients face to face. Tens of thousands of patients in Yangshengtang have received free medical services from experts.
This series of special notices issued through the media has caused a great sensation and covered a wide range, which can be said to be unprecedented. For a time, the slogan "All sick people are parents, brothers and sisters of Yangshengtang" infiltrated and nourished everyone's mind with its extraordinary broad mind.
An indelible emotional appeal.
Modern advertisements are increasingly downplaying product features and functions, and are endowed with rich feelings such as psychological value and emotional factors. If an enterprise grasps a social topic related to products, and closely links products with certain emotions of human beings through distinctive advertisements and advertising activities, then people will not only accept products, but also provide emotional satisfaction and humanistic care with products.
The advertisements of Yangshengtang pay more attention to China's traditional culture and ethics when making emotional appeals. For example, the connotation of "deep affection between father and son" expressed in the TV advertisement of turtle pill in Yangshengtang is one of them. Especially the philosophical advertisement in the birthday article: "Almost all fathers know their sons' birthdays, and how many sons know their fathers' birthdays!" It also reveals social and humanistic care, which is touching.
Quality creates famous brands.
For enterprises and products, quality is the ultimate element of success. Advertising works best when selling products that are superior to competitive brands. In order to dispel consumers' doubts and establish the authoritative image of Guibie Pill with high quality, Yangshengtang has launched a series of advertising activities of quality commitment and quality assurance:
For example, the liability insurance of "654.38 million yuan per case"; Seminar on medicinal value of tortoise and turtle, pharmacological academic conference, expert certification meeting; A series of advertisements of Guibie Pill, including the announcement that Guibie Pill won the national invention patent, the announcement that "quality is priceless" and "Humpty Dumpty is coming" (new safety capsules are listed); The "source-seeking" activity of Qiandao Lake in Nongfu Spring.
Among them, Hainan's "seeking truth and being pragmatic" activities are as follows:
In order to enhance consumers' trust, Yangshengtang launched an unprecedented "Investigation on the Truth of Hainan Yangshengtang Guiling Pills", and invited 435 notarized consumers and representatives from all walks of life from eight provinces and cities across the country to visit Yangshengtang's Hainan production base and enthusiastically testify for Yangshengtang Guiling Pills, which was praised as "showing the bottom to consumers and communicating excellent behaviors between enterprises and consumers from the perspective of consumers".
Concepts can also be sold into money.
What kind of company Yangshengtang is in the end is vague in most people's minds. Is he a water company or a pharmaceutical company? People who have a deep understanding of the culture of Yangshengtang will say that they are selling concepts and selling a "healthy" concept with wisdom.
"We are selling a healthy concept, and we are desperately promoting our understanding of health. We hope our people and citizens have a very good physique. We profit from this kind of goods and services. The better this service is done, the stronger our sense of identity, the higher our goodwill, the greater our fame, and the higher our profits. This is the people's reward for you. Because ordinary people think you are trustworthy among many commodities and products, your company has vitality. " Zhong Shanshan, president of Yangshengtang Co., Ltd. said.
Prejudice and establishing the connection between products and certain concepts are the characteristics of Yangshengtang's advertising activities.
For example:
Competition of New Hosts for Many Children: From the end of April, 1999, the "Competition of New Hosts for Many Children" was held in Beijing, Shanghai and other cities 14 jointly with many TV stations and China Host Research Association. 2 1 contestants from 7 divisions 14 cities participated in the final held in Shanghai Oriental TV Station on August 19. The theme of this contest is to advocate knowledge-based and intelligent hosts.
The same activities also include: the concept of "training from the inside out"; "When is the most beautiful woman" and set questions and answers; "Who did I meet at my most beautiful time" (the second question-and-answer activity); The concept of "secondary development" of Guiling Pills and the planning of "Nongfu Spring is a little sweet" and so on.
It is this series of activities that make the circle of Yangshengtang bigger and bigger, and the more paintings, the better.
Advertising Features of Yangshengtang
In short, the advertising features of Yangshengtang can be summarized as follows:
Stage: according to the different stages of product promotion, that is, the market maturity of the product in a specific market, determine the advertising content. According to the specific psychological characteristics and emotional identity of a specific person at a specific stage, the forms of rational appeal and emotional appeal are determined. Advertisers in the lead-in period are mainly rational appeals to convince people by reasoning. In order to emphasize the uniqueness of the product, their demands focus on the introduction of large-capacity and large-area factual information, and make it as widely known as possible through sufficient advertisements.
Integrity: In the same advertising activity, there is continuity between advertisements, but each advertisement is a complete work, and its relative independence should be maintained. Because it is unrealistic to imagine consumers reading a whole series of advertisements without interruption like American advertisers.
Credibility: You can adopt the "commitment system" and the way of seeing is believing. The most direct way is to invite consumer groups (and journalists) to visit the website. The advertisements of Yangshengtang can tell the information about products, activities and enterprises with a good sense of proportion, try to speak with substance and evidence, and don't engage in "falsehood".
Goodwill: build a friendly product brand and corporate social image. Brand image and product personality are integrated to realize brand promotion and accumulation. Yangshengtang advertising mainly adopts large-scale public relations advertising activities with public welfare color in establishing goodwill.
Theme: marketing activities should be impressive and clear, and all marketing activities should be carried out around the product concept. As long as the concept is deeply imprinted in the minds of consumers, it will produce value.
Serialization: A series of advertisements adopt a unified tone, unified slogan and unified components, centering on the same theme, with coherent and similar contents. A series of advertisements with the theme of flowers, because of their long duration and interrelated contents, give the audience a comprehensive impression.
Themization and serialization are more reflected in advertising operations, especially in large-scale public relations and public welfare activities. On the whole, it has the characteristics of overall consideration, and on the part, it has the personality of "going its own way". Several activities that are related in content and have a sense of depth have pushed the products of Yangshengtang to the hot spot of social discussion, and each activity is accumulating effective brand image.
Huge momentum: the advertising activities of Yangshengtang (especially large-scale advertising activities) left a deep impression on the audience, especially the consumers in Jiangsu, Zhejiang and Shanghai. The high investment and grand activities gave the audience a sense of boldness. Such bold planning and operation, as well as their psychological comprehensive impression, can not only improve the attention of Yangshengtang advertisements and products, but also show the society that the company is healthy in the simplest and most direct way. With the passage of time, the positive benefits brought by this image investment cannot be underestimated.
In a sense, it is Yangshengtang's advertising and marketing wisdom that has created Yangshengtang's unique corporate culture and created a charming aura of brand names.